Perfect Your Email Marketing Design With These 3 Simple Steps

Written by Franco Varriano.

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People use email marketing for a lot of different reasons: to drive sales, gather feedback, send readers to their YouTube page. The list is long and illustrious.

And for good reason: email is an effective way to get a lot of people to take a specific action with relatively minimal effort.

But only a small fraction of your audience will take said desired action. And there are a few reasons for this:

  • Those who open your email often don’t read much of it. They open the email to see if it looks interesting or useful. Then, they’ll scan it. If it doesn’t seem worth their time, they delete it.
  • Those who read it don’t always take action. They may have found the content useful but don’t want to click-through or do what you ask.

Too many people make common mistakes that cost them their audience’s attention and provoke the above issues. There is a solution though – good email marketing design. 

Email design should be one of an email marketer’s central focus. By making simple design changes, you can increase your open rates, click-through rates and improve reader engagement.

In this article, we’re going to show you three ways to quickly enhance your email marketing design so you can boost your marketing efforts, reach more prospective customers, and rapidly grow your business.

1. The Subject Line

The subject line is the most important aspect of an email. Without an enticing subject line, your readers won’t open your email and it won’t matter how much painstaking effort you put into the email copy. 

Although you’ll learn what works best through trial and error, there are six different approaches that will help you write the absolute best email subject lines.

  • Curiosity. Pique a reader’s interest by hinting what your email will reveal. The subject line “Why we’re doing XYZ” is a perfect example because it makes them curious to know why you’re doing XYZ.
  • Scarcity. Don’t overdo it, but entice readers by letting them know that your special offer ends tomorrow.
  • Social proof. People look to others to validate their beliefs. Use case studies to show readers how you’ve helped others and describe this in your subject line. An example could be “How we helped Susan boost leads by 500%…”
  • Brevity. Sometimes, less is more. The subject lines “Last chance” or “Your choice” let the readers know that you’re not giving them a long-winded sales pitch. You have a quick note to drop and won’t take much of their time.
  • Great offers. If a reader is interested in your products and you can offer them a special deal, this can work wonders. Mention the deal in your subject line to capture the reader’s attention.
  • Personalization. When you have the data to segment your readers into specific groups, you can connect with them by personalizing your email headline. For example, you could show them deals on products that interest them or talk about the weather in their area.

There’s no single formula that works for every situation. You need to test different subject lines with trial and error.

But the strategies above are time-tested and will improve your subject lines immediately. Use these techniques to attract your readers and get your emails opened.

2. Email Design

Once a reader opens your email, they’ll judge it based on the looks and feel of it. Certain aspects are essential for shaping the reader’s perception.

Is it written in plain text?

Is there a lot of white space?

Are there pretty design elements, like professional product images?

Do readers know what you’re trying to tell them?

If the purpose of your email is clear and easy to understand, as achieved through its design and copy, the reader is more likely to continue reading. You want the reading experience to be as enjoyable as possible.

Here are three tips to improve your email campaign design:

  • White space is good. The more stuff you have going on in your email, the harder it is for the reader to figure out what to look for. It’s best to leave more room for empty space.
  • Use a simple color scheme. A color palette of one to three colors in addition to the black and white of your writing is all you need. Keep it aligned with your branding and your readers will appreciate the simplicity.
  • The reader should have one specific action to take at each section. For example, to start the email, their action might be to read or skim if they want to learn more about what was mentioned in the subject line. After that, the action might be to click to learn more. You never want them to wonder why they are supposed to do or read something. Make it obvious and they’ll be happy.

You can add images or simple artwork, but they are not necessary. Only include them if they add clarity to your message. Otherwise, it’s just distracting. For example, adding a product image for your promotion is a great idea. But placing a stock photo of a beautiful couple doesn’t make sense if it doesn’t relate to your email message.

Additionally, you must ensure that your emails look good on mobile devices too.

Finally, to make sure your email marketing campaigns always have a good design, it’s smart to use an email template. This way, once it’s created, all you need to do is add the email content.

Don’t let your readers leave without seeing your important message. Treat them to an enjoyable email by using a simple but elegant email design.

3. Call-to-Action

The subject line and email design are all for nothing if you don’t have a good call-to-action (CTA).

The call-to-action is the action you want the reader to take after reading your email.

Often, this means having the reader click a link to a sales page or a shopping cart. But it could be one of many other CTAs. You could want them to visit your social media page, YouTube channel, or website. Or you might want them to forward this email to their friends.

Sadly, many people don’t make their CTA clear enough. 

They hide a sales link in the postscript of the email. 

They provide a link to their YouTube channel without explaining why the reader should go there.

Don’t make these mistakes. You want your reader to take action because it will benefit them, so make it clear what you want them to do. Here are examples of good call-to-actions:

  • If you found this email helpful, click here to learn our detailed 5-step process for losing those last ten pounds.
  • If you’re wondering whether this product can work for your company, watch these reviews from our satisfied customers.
  • Click here to learn more.
  • Click here to get access today.

Your call-to-action is critical for accomplishing your marketing goals. Whether you’re an ecommerce business trying to make a sale or a designer asking readers to visit your Pinterest page, it’s important that you make it clear and enticing through your CTA.

The ultimate goal of your email marketing campaign is to get your readers to take a specific action that will help your business. The most effective way to get a reader to take this action is to improve the subject line, email design, and call-to-action. Looks matter, so give your emails the facelift they need today.

And if you’re one of the thousands of merchants who are already using Rare’s Smart Email Marketing software and want to see how our Customer Success Team can work with your brand to grow your revenue – feel free to book a call at your convenience here.

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